How Short Videos Shape Chinese Internet Slang Today

Let’s be real—short videos aren’t just entertainment anymore. They’re the main engine driving how young people in China talk, type, and even think online. Platforms like Douyin (TikTok’s Chinese cousin) and Kuaishou have turned 15-second clips into cultural powerhouses, spawning slang that spreads faster than a meme at a college dorm party.

I’ve been tracking digital trends across Asia for over six years, and nothing matches the speed at which phrases from short videos go viral. Take “绝绝子” (jué jué zǐ)—a playful exaggeration meaning “amazing” or “top-tier.” It blew up on Douyin food review videos and now appears everywhere, from e-commerce product titles to TV subtitles.

So how does this actually work? Let’s break it down with real data.

Why Short Videos Dominate Slang Creation

Unlike traditional media or long-form content, short videos deliver high emotional impact in seconds. Creators use catchy phrases paired with facial expressions, music, and repetition—perfect conditions for linguistic contagion.

A 2023 report by iResearch China found that over 68% of Gen Z users first encounter new internet slang through short video platforms. Compare that to just 22% via WeChat articles or 9% through forums like Zhihu.

Notice how Douyin leads not just in reach but in shaping everyday speech? That’s because its algorithm pushes trending audio clips relentlessly. Once a phrase gets attached to a sound, it rides the wave of millions of duets and remixes.

From Meme to Mainstream: The Lifecycle of Video-Driven Slang

It usually starts with one creator. Maybe a girl says “咱就是说” (zán jiù shì shuō)—roughly “let me be clear”—before roasting a bad fashion trend. The tone is sassy, relatable, and instantly shareable. Within days, influencers copy it. Within weeks, brands use it in ads.

This isn’t random. Linguists at Peking University identified a pattern: most viral slang from short videos follows a “hook + emotion + rhythm” formula. If it doesn’t sound good when shouted with attitude, it won’t last.

Here’s a quick timeline of recent hits:

• 2022: “内卷” (nèi juǎn / involution) – used in satirical office-life skits
• 2023: “摆烂” (bǎi làn / giving up dramatically) – popularized by burnout-themed comedy
• 2024: “尊嘟假嘟” (zūn dū jiǎ dū / “really or not?”) – baby-talk style from pet and couple videos

These aren’t just jokes—they reflect real social moods. And companies are paying attention. Alibaba reported a 40% increase in product listings using viral slang in titles during Q1 2024, leading to higher click-through rates.

If you're trying to understand modern Chinese youth culture, ignoring short video slang is like studying French without learning slang from Parisian street TikToks. It’s not optional—it’s essential.

Want more insights? Check out our deep dive into how video trends influence language, packed with case studies and predictive models.